Sánchez-Pérez, Manuel; Estrella-Ramón, Antonia; … - In: International Journal of Applied Behavioral Economics … 3 (2014) 4, pp. 17-39
This article aims to analyse and offer managerial guidance about the processes of planning, implementation and control of a multichannel strategy within the framework of Multichannel Customer Management Decision (MCMD). To achieve this objective, firstly we justify the growing adoption of a...